Lego goes all in on Formula 1, adding F1 Academy team sponsorship

Revving Up Engagement: How Lego and Formula 1 Are Revolutionizing Motorsport Fandom

The world of motorsport has seen a significant surge in popularity in recent years, and two iconic brands, Lego and Formula 1, have joined forces to take the fandom to the next level. In 2025, the Danish toy company and the premier racing organization launched a partnership that brought officially licensed Lego sets to global retail shelves and immersive experiences to races around the world. The collaboration has not only bolstered fan engagement for both brands but has also led to promotional sales of Lego products and expanded the demographic reach for the toy company and the racing organization.

At the heart of the partnership is a shared goal to tap into the growing fan base of Formula 1, which has become a cultural phenomenon, transcending ages and interests. According to Julia Goldin, chief product and marketing officer at Lego, the company saw an opportunity to deliver something unique and valuable to fans. “It is a massively growing fan base,” she said. “It is the biggest motorsport now in terms of its fandom…. We felt that we could really tap into that and deliver something very unique.” The partnership has introduced meticulously designed F1 car brick sets, complete with team-accurate liveries, which have become gateways into the brand for newcomers.

Expanding the Demographic Reach

The Lego-Formula 1 partnership has been instrumental in expanding the demographic reach of both brands. The company has introduced products for its Duplo line for preschool children, traditional sets for casual builders, and Lego Technic sets for more advanced builders. This strategic move has helped to bring underserved demographics into the world of racing and engage new customers. James Zahn, editor in chief of The Toy Book, noted that “Lego has a great reputation for picking out the right trends to become a part of, and motorsports in recent years has been on a real upswing.” The partnership has also helped to promote inclusivity, with Lego signing on as a team sponsor for an F1 Academy car starting in 2026, driven by 20-year-old Dutch driver Esmee Kosterman.

The F1 Academy, an all-female racing league under the broader F1 umbrella, aims to develop young female drivers and prepare them for higher levels of competition. Susie Wolff, managing director of F1 Academy, praised the partnership with Lego, saying, “Lego is one of our dream partners.” The collaboration has helped to break down preconceptions of motorsport being a male-dominated environment and has promoted inclusivity. Goldin noted that the partnership is an extension of the existing racing partnership, but “they’re doing it in a unique way, because they are actually partnering up to support a life-size car and the driver.” This move has underscored the credibility and authenticity of women participating in motorsports and has provided opportunities for them to engage in the sport.

A Perfect Partnership

The collaboration between Lego and Formula 1, particularly the F1 Academy, has been described as a “perfect partnership” by Zahn. The partnership has tapped into the growing trend of female motorsport fans, who have always been present but haven’t necessarily been embraced on the consumer product side of things. Wolff and Goldin both noted that one of the fastest-growing segments of the Formula 1 fan base is women. The partnership has not only engaged more F1 fans with the Lego brand but has also introduced Lego fans to the world of Formula 1. As Goldin said, “We are tapping exactly into the trend of this fandom and we’re adding value to the partner, as well.” With the 2025 season wrapped, Lego is already building into next year, and the future of motorsport fandom looks brighter than ever.